Hubungan Daya Tarik Pesan Rasional dalam Iklan Skincare dengan Sikap Konsumen Gen Z di Surabaya

The rapid development of Indonesia's skincare industry has intensified competition through various marketing communication strategies. The phenomenon of science washing has made Generation Z increasingly critical in evaluating product claims, making rational message appeal a key factor in shaping consumer attitudes. This study aims to analyze the relationship between rational message appeal in skincare advertisements and the attitudes of Generation Z consumers in Surabaya. Using a quantitative associative approach, data were collected via an online questionnaire from 143 purposively sampled respondents. Data analysis involved validity, reliability, normality, linearity tests, Pearson and Spearman correlation, and simple linear regression. The results reveal a highly significant positive relationship (r=0.943, p<0.001), indicating that factual, evidence-based information effectively influences Generation Z's attitudes through the central route of the Elaboration Likelihood Model (ELM).